Customer Reviews

Branding For Dummies

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Branding for Dummies is packed with user friendly information. There are a lot of tips on how to brand your company, whether it is a "brick and mortar" company or an online business. It gives you a "step-by-step" solution and includes everything you need to know to build your brand.

Step 1: Decide what you're going to brand.
Step 2: Do your research.
Step 3: Position your product or service.
Step 4: Write your brand definition.
Step 5: Develop your name, log, and tagline.
Step 6: Launch your brand.
Step 7: Manage, leverage, and protect your brand.
Step 8: Realign your brand to keep it current.

The book gives you all the information you need to follow the steps, as well as how to evaluate your progress.

The only thing that disappointed me was the lack of a tear out sheet to help guide you when going through the process. I highly recommend this book.

Marilyn Parmelee
Author of Hearing God's Voice For Yourself, A Beginners Guide

Both Bill Chiaravalle (Author) and Barbara Findlay Schenck (Author), have done an excellent job explaining why anyone who plans to be successful in business needs to think about Branding. The difference between a boring product, and a successful product, is solely tied to how it's branded. This book provides very easy to understand and follow instructions to construct your brand which will make the difference between it sitting on the shelf and flying off the shelf! I completely enjoyed reading and studying this work!

Just as her Small Business Marketing (for Dummies) book is the only marketing book you will need, Branding for Dummies is the only branding book you will need. Detailed, yet succinct. Page after page of practical and tested information to help you create a truly remarkable brand.

My copy of Branding for Dummies is sitting on my desk, even as I write this review. It's dog-eared and marked up with a yellow highlighter. I've purchased copies for friends, and made reading it an assignment for my clients.

I am the business manager for a best selling technology author who happens to be my husband. When he decided I should become his business manager, I needed to get up to speed pretty quickly on what branding meant. Branding for Dummies helped me sort it all out.

Now, I've expanded my career and consult with other small business owners. On more than one occasion, I have advised them to read Branding for Dummies. I can't tell you how grateful they were because of the hundreds, possibly thousands, of dollars they saved. They were getting off on the wrong foot, spending money unnecessarily, and doing things in the wrong order. More importantly, they gained an understanding of the six P's of the branding cycle: Product, Position, Promise, Presentation, Persistence, and Perception.

What are brands, anyway? Brands are promises. Remember this, (and get a copy of Branding for Dummies), and you're well on your way to branding success!

This books is good for someone wanting to know the basics of branding but also helps the more experienced have a fresh look.

Here is the advice proffered in this book: be consistent. Big help, huh?
The rest of the book comprises meaningless cheerleading that presumably makes people think they're doing something worthwhile and interesting but no useful information whatsoever. Notable is the lack of the self-depreciating humor one often finds in other "for Dummies" books: my guess would be that a sense of humor about one's work is only possible when the work you have is actually meaningful and connected with the real world. Making jokes about a field that's just a joke already might make continuing in it too painful.
If you're working in branding, you'll know this stuff already; if you're not, this book won't teach you anything you cannot learn better by reading books or magazine articles about famous or (perhaps especially) failed brands.